January 3, 2012

Happy New Year!

How did you ring in 2012? Watching the bowl game on TV? Curled up with your new iPad? Checking in with the office by smart phone?

Media habits are constantly evolving. There are millions of media choices and consumers simultaneously interact with multiple screens and mediums. As we enter into the New Year, let us help you navigate the ever-changing media landscape and determine how to reach your target audience with the right message on the right platform.

I’m sure some of our long-standing clients think I sound like a broken record. Every year we encourage them to let us develop a strategy and place an annual media schedule so they can reap the following benefits:

Negotiate and lock in lower rates. It’s kind of like seats on an airplane. Yes, we can get you on a plane to Detroit tomorrow morning, but it’s going to cost you. Let us lock in spots early and negotiate the lowest rate.

Added-value. Committing to a spending level upfront will garner more added-value in the form of bonus spots, sponsorships, additional impressions, etc.

Protection against pre-emption. It’s an election year. When the politicians start pumping money into the market, the stations must bump out other advertisers to make room. The clients that placed an annual plan are the last to be bumped. That means your spot will run and the guy who placed his schedule two weeks ago will be pre-empted instead.

A comprehensive plan. A comprehensive plan is the most effective way to develop your brand and get customers through your door. Planning allows us to better coordinate traditional and digital media with a social media strategy, promotional offers and creative content.

It’s cancellable and flexible. In most cases, we can cancel your media with two week’s notice. Want to be on television next week instead of this week? No problem.

And don’t worry, we don’t lay in your media schedule, then just kick back and relax. Every day we monitor, optimize, track and freshen your media to maximize results. We’ll shuffle some dollars if a hot new cable show or an emerging medium is right for you. If one online offer is outperforming another, we’ll adjust. We rely on the latest research, ratings information and tracking mechanisms to make this happen.

So when you are making resolutions for 2012, consider throwing an annual, comprehensive marketing plan into the mix. You’ll be glad you did.